November 2026 | For Merchants, Retailers & Payments Professionals
The Second Customer
A Merchant’s Guide to Selling to AI Agents
Every merchant is about to serve two customers: the person who wants something, and the AI agent that goes and gets it. The second one doesn’t browse, doesn’t see your brand and doesn’t respond to a banner. This book is the playbook for being found, trusted and chosen by it.
Written for the people who will have to make it work
Merchants & retail leaders
Deciding where agentic commerce sits on the roadmap and hat to do before competitors move
E-commerce & product teams
Making catalogues, checkout and customer data readable by machines, not just people.
Acquirers & payments providers
Helping merchant clients get ready for transactions where the buyer is delegated software.
Keynotes | Workshops | Webinars
Bring it to your team or event.
The retail of the future and agentic commerce keynotes/workshops that draw on The Second Consumer.
Keynote | 45 - 60 Min
You Can’t Spell Retail without AI: Serving The Second Customer
Your next customer may be an AI agent shopping on someone’s behalf. It doesn’t see your brand, doesn’t browse and doesn’t click a banner. How to be found, trusted and chosen.
How agents discover, compare and buy
Trust, identity and payments
What to do now, not in the future
Workshop | Half or Full Day
Agentic Commerce Readiness
For merchant teams, acquirers and their partners. Work through catalogue data, checkout and payments as an agent would see them.
You leave with a readiness scorecard and a 90-day action list.
More new books from David
The Executive’s AI Strategy Handbook
The Contradiction Is Us